" Haines McGregor | Strategy & Design | Building Richer Brands

Our Work

RISING FROM THE ASHES

Abbey beers, once the last word in quality, have been overwhelmed by the rise of the craft sector. This has meant working with them to redefine what makes Grimbergen unique.

RISING FROM THE ASHES

BOTTLING PARISIAN PLAYFULNESS

We developed an effervescent positioning that bottled all the playful elegance of Paris: its romance, intrigue, rituals and heritage and gave it a twist.

BOTTLING PARISIAN PLAYFULNESS

BREAKING CONVENTION

In the global race between brewers and distillers to launch a hard seltzer, they all forgot one essential thing...personality. Garage is a brewed hard seltzer with bags of character.

BREAKING CONVENTION

AS NATURE INTENDED

Our positioning gave Purdey’s an emotional layer of positivity and a clear message of energy people can feel good about, which moved the brand into a distinct space in the natural energy market. This gave the brand building blocks to align the liquid, communication and packaging.

AS NATURE INTENDED

CREATING A PUNCH!

The squash category was suffering from an identity crisis… too childish and not relevant for today’s health-conscious consumer, or indeed those seeking something more sophisticated in nature.

CREATING A PUNCH!

LIFE IN FULL COLOUR

In a competitive market space, with ever shifting codes, Diageo were seeking ways of connecting Ciroc with a more aspirational life-style. The key challenge was understanding how luxury and the world of super premium were evolving…

LIFE IN FULL COLOUR

ISN’T THAT WONDERFUL?

Somersby is one of the fastest growing ciders in the world. But it’s a brand full of complexity. We helped define their short, medium and long term portfolio strategy, keeping the brand focussed and flourishing in the garden.

ISN’T THAT WONDERFUL?

CREAM OF THE CROP

During the height of the milk farming crisis, many dairy farmers were being forced out of business due to the low price of milk. In response, the Head of Future Creations at Arla briefed us to develop a pipeline of premium milks to drive value back into the market.

CREAM OF THE CROP

IT’S ALL ABOUT THE LOVE

Pet food will always follow human ones, getting the psychologists amongst us very excited! So as natural, organic and fresh pet food were on the rise, it was time to shore up James Wellbeloved against potential threats.

IT’S ALL ABOUT THE LOVE

THE BEST IS YET TO COME

With the task of developing a common international positioning for San Miguel we set out on a journey of discovery, one which delved into the rich past of this iconic brand and its history as an explorer…

THE BEST IS YET TO COME

THE ART OF BREWING

Kaiser has reigned as the undisputed king of Pilsner in Greece for over 50 years. Its striking bottle and towering glassware have placed it in a premium tier of its own within mainstream lager.

THE ART OF BREWING

LOVED BY KIDS, APPROVED BY PARENTS

Kellogg’s Coco Pops and Squares…still loved by Kids but becoming less approved by Mums & Dads. How do you shift a mega brand into creating ideas which leave a lasting legacy for the way our future generations snack?

LOVED BY KIDS, APPROVED BY PARENTS

THE PLEASURE PRINCIPLE

Fragmented eating habits and new category entrants were eroding Dorset’s brand share, with many consumers skipping breakfast or snacking on-the-hoof instead. Our role was to bring back the pleasure principle...

THE PLEASURE PRINCIPLE

COMPREHENSIVE CARE

Consumers shop by symptom, not active…so how does a brand in healthcare use its expertise to offer wider solutions to consumer ailments, using different actives? Whilst navigating the mind field of the MHRA

COMPREHENSIVE CARE